Assignment 01: Advertising Brief for Ideation

Program MoA-36-1 Section A

Semester Fall-2019
Course Ideation Techniques in Advertising
Instructor Mr. Muhammad Ali Khan (Media Sciences)

Task: Students are advised to go through this brief and propose a strategic solution for brand
repositioning & advertising on multiple media platforms – taking an integrated approach in their
ideas.

Company Background:

Real Strength Cement Company has been operating out of its production facility in Sindh since 1975.
The company is now in the process of setting up a new cement plant, which will expand capacity and
enhance the product quality substantially.

The company is now looking to revise its brand positioning to educate its target segment about
quality enhancement with the objective of making the Real Strength Cement brand name more
resonant with quality and strength. This should be coupled with a media innovation to augment
brand recall amongst major customer segments using both unaided and prompted channels.

The company has recently been acquired by the Nishat Group but it has not been highlighted much
as of yet. In terms of size, the company is presently at fifth position amongst the five cement
producers in the southern region. Real Strength Cement was traditionally perceived as a low quality,
low priced cement. While after its recent takeover by Nishat Group, it has moved up the perception
graph – yet a lot of ground remains to be covered.

The plant comprises of two production lines and has a total production capacity of 4,000 tons of
clinker per day. PCL plans to raise its production capacity to 3.2 million tons a year from current
1,200,000 tons, making it the second largest cement producer in the south.

Major sales at present are in the southern region, which comprises Sindh and Baluchistan. Once the
new installed capacity comes online, the company plans to expand its distribution network up to
Central Punjab.

Real Strength Cement currently offers two types of cement:

Ordinary Portland Cement (OPC) – under the brand name RhinoPower
Sulphate Resistant Cement (SRC) – under the brand name SuperStrength

The company has also recently installed environmentally friendly, state of the art, efficient bag
houses, replacing all the electric precipitators at its existing plant. This upgrade has resulted in
achieving much better control of dust emissions than the emission limit value of 300 mg/Nm3
specified by the Environmental Quality Standards applicable in Pakistan.

Disclaimer: This document is a work of fiction. Names, characters, businesses, places, events and incidents are either the products of the
author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely
coincidental.
Target Market

Real Strength Cement broadly targets following segments:

 Consultants, Structural Engineers and Architects.
 Corporate: Builders and Developers, Major infrastructure projects
 Businesses, which manufacture products using cement as a raw material, like paver, precast
and ready mix concrete manufacturers
 Industrial projects
 Individual: Retail-based, mostly house-building prospects

Business Objectives

Real Strength Cement will enhance production and quality of the cement product with its new plant
in mid-2020. This campaign seeks to build brand recognition and recall as a precursor to the launch
with a view to improve market penetration and sales. Other broad objectives are as follows:

 Brand repositioning as a higher quality product

 Establish the finer quality of the product that will be produced
 Achieve exposure and build brand recognition for Real Strength Cement Company
 Borrow from the Group’s strength and reputation in the market and further develop on Real
Strength’s cement strength and quality
 Projection as a responsible corporate who cares about the environment

Past Advertising/Brand Positioning

The brand has not made use of ATL channels in the past, with zero presence in print or electronic
media. However, it has digital presence in the form of a website as well as social media sites. The
narrative it has built has been purely functional – talking about strength from within.

Expected Deliverables

In the form of a presentation, comprising of the following:

 Proposed Strategic Solution

 Insight
 Narrative Idea (one)
 Creative Big Idea (one)
 Business Innovation Idea (one)
 Digital Amplification Ideas (at least three)
 On-Ground Amplification Ideas (at least three)

Note: Cement is not a product that is widely advertised or marketed. However, it is the backbone of
our economy and we are surrounded by it everywhere in our lives. The company is looking for a
creative partner to identify and engage the relevant target market, advising on the best ways to do it
and the most efficient channels to deliver our marketing message.

Last date for submission of assignment: November 15, 2019 (no extensions)

Disclaimer: This document is a work of fiction. Names, characters, businesses, places, events and incidents are either the products of the
author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely
coincidental.